Influence Of Social Media Marketing On Consumer Buying Behaviour For Durable Goods: A Study Of Odisha

Abstract

Social media has transformed the marketing landscape, providing a platform for businesses to engage with consumers in dynamic and interactive ways. This study examines the influence of social media marketing on consumer buying behaviour, particularly in the durable goods sector in Odisha. It explores how factors such as brand visibility, customer reviews, influencer marketing, and targeted advertisements impact consumer decisions. Using a combination of surveys and interviews, the study collected data from various consumers across various demographic groups. The findings reveal that social media significantly influences brand perception, trust, and purchase intention, especially among younger consumers. Furthermore, platforms like Facebook, Instagram, and YouTube have emerged as critical channels where consumers seek product information before making durable goods purchases. This research contributes to the growing body of literature on digital marketing and provides insights for businesses aiming to enhance their social media strategies to attract and retain customers in the durable goods market. In the contemporary digital age, social media has emerged as a significant platform for marketing, influencing consumer choices, especially for durable goods. This study explores the impact of social media marketing on consumer buying behaviour in Odisha, focusing on how various social media channels like Facebook, Instagram, and YouTube shape consumers' purchasing decisions. Data were collected through surveys and interviews with a diverse demographic of consumers across Odisha. “The findings reveal that social media marketing not only enhances brand visibility but also plays a crucial role in trust-building and decision-making processes for durable goods purchases. This study provides insights for marketers aiming to optimiConsumer Behavioure their social media strategies to better engage and influence the modern consumer.